Research of O2O website based consumer purchase decision-making model

ABSTRACT

This research is based on the consumer purchase decision-making model and O2O (Online to Offline) website features, in which we analyze the intrinsic relationship of various critical variables through data analytics. The impact of different online features includes the discount promotion and word-of-mouth on O2O conversion motives, the effects of online factors on O2O conversion motives and O2O purchase intentions. In this study, the O2O decision-making model was constructed based on the consumer purchase decision model. The case study research method was used to conduct a cross-experiment design that exam the impact of online characteristic factors and perceived risk on the consumers’ purchase intention. Analytical results reveal that under the high perceived risk, the O2O conversion motivation for word-of-mouth is significantly higher than the O2O conversion motivation for discount promotion. Based on such findings derived from this study, a number of recommendations on product/service design are offered.

KEYWORDS:

• O2O mode
• purchase decision model
• perceived risks
• service-type business

Acknowledgement

The work described in this paper was partially supported by Grants from the National Social Science Foundation of China (project no. 17BGL203).

Disclosure statement

No potential conflict of interest was reported by the authors.

Additional information

Notes on contributors

Min Tang

Min Tang is an associate professor and master’s tutor at the Department of Management of Chongqing Technology and Business University. She obtained a master’s degree from Chongqing University. Her research interests include information management and information systems, and big data analysis.

Jing Zhu

Jing Zhu is a master’s student at the Department of Management of Chongqing Technology and Business University. Her research interests include information management and information systems, and big data analysis.